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High Quality Content by WIKIPEDIA articles! Safia Minney is founder of Fair Trade and environmental fashion and lifestyle label People Tree. Safia turned a life-long interest in environmental, trade and social justice issues from a lifestyle into a Fair Trade business and is regarded as one of the worlds, if not the worlds, foremost commentators of Fair Trade in the fashion industry. Safia Minney also instigated World Fair Trade Day for which she still runs the secretariat from her Japanese office. Safia attends the World Economic Forum in Davos to discuss social business.